Models in ‘Sexualised’ PPE-Inspired Costumes Spark Backlash

A construction awards event in the UK sparked backlash after featuring models in revealing costumes inspired by high-visibility gear. The costumes, designed to resemble trade-standard personal protective equipment (PPE), were criticized by DEI activists for “sexualising” the women involved. Photos from the November 21, 2024, event circulated online, showing two women walking on stilts in these outfits.

Harriet Waley-Cohen, a DEI expert, expressed her outrage on LinkedIn, stating, “When women are sexualised as eye candy like this, it tells every person present that women aren’t to be taken seriously, that they are objects for entertainment and titillation. It reinforces the idea that women’s value is in their looks, especially in how sexy others find them, not in their ability, experience or intelligence.”

A whistleblower from the construction industry reached out to Waley-Cohen, revealing that people within the sector felt unsafe speaking out publicly against the awards. She noted, “Women have far shorter careers than men in construction, according to RICS (Royal Institution of Chartered Surveyors) data. It’s not surprising women are leaving if they are unsafe at work and routinely sexualised. What happened [last week] absolutely reinforces all of this.”

Faye Allen, a diversity campaigner with over 30 years of experience in the industry, shared her frustration, adding, “I’ve been in the industry for 30 years – I stopped working for contractors on site because I got sick of the way I was treated, and women are still being treated that way today. It has to change.”

On The Tools, the UK-based platform behind the awards, issued a public apology. Co-founder and CEO Lee Wilcox took responsibility, explaining that the contractor responsible for organizing the event had been asked for a construction-themed presentation, but the outfits were not reviewed. “We asked for a construction theme but didn’t check the outfits. But no matter the ins and outs of it and how it happened, this was a f–k up and we’re sorry. We always aim to empower women, which is why I’m personally really, really sorry to anyone we’ve offended,” Wilcox stated. “Those that know me, know this isn’t what I’m about, and as the leader of the business our culture and beliefs are a reflection of me directly. Which is why this is on me,” he added.